A PhD student, Do Ji-kang, from Kookmin University's Graduate School of Techno-Design, has made significant contributions to the field with the publication of their research in the Journal of Asian Architecture and Building Engineering (JAABE). This research focuses on the evolving role of physical bookstores in the wake of digital advancements and utilizes a composite approach combining experience economy theory and the S-O-R (Stimulus-Organism-Response) model. This comprehensive framework offers insights into the experiences of hybrid bookstore users and the mechanisms of their engagement.

The study demonstrates that educational, entertainment, escapist, and aesthetic experiences significantly influence user engagement through perceived value, satisfaction, and place attachment. It challenges the notion of bookstores as mere transactional spaces by analyzing them within a complex structure of experiences and participation. This academic work provides a new perspective that connects cultural consumption spaces with spatial design research, underlining the importance of rethinking the role of physical spaces in an era marked by digital transformation.

Professor Lee Seon-jeong emphasizes the importance of interpreting contemporary changes through the lens of design and building a logical basis for such interpretations. The research is particularly valuable as it sheds light on the importance of physical bookstores in the context of digital transformation, making a convincing argument through both theoretical and empirical evidence. Do Ji-kang’s work invites further reflection on what significance offline bookstores can hold today amid changing consumer behavior and expectations.